February** Dynamic Incentive Program
You walk into a bank, and the screen behind the counter flashes advertisements for various cards, but none of them are for the general public. Here we are going to talk about those black cards that can only greet you after you have reached a certain level of financial resources.
Not "black cards", but "black cards", they are the Oscars of the banking world, silent but extremely weighty.
Behind the black card, there is a silent whisper of the bank to the customer - "you are already our most valued customer".
This is not only a recognition of personal wealth, but also an ineffable sign of social status. It's like a person wearing a branded suit doesn't need to introduce himself,The black card also silently conveys the identity and taste of the cardholder.
But don't think that banks are charities and are willing to send out signs like this casually. No, those who want to become black card customers have to play a "deposit game" first.
Banks set thresholdsThey may not say exactly how much, but they are probably like the gatekeepers of the club, who don't look at the face but only look at the deposit.
Some say that the threshold is a kind of screening by banks to ensure that only genuine high-net-worth clients can enjoy this crown.
The conveniences and benefits offered by banks are the sugar-coated shells that they offer to attract these high-net-worth clients.
From priority check-in, to exclusive VIP lounges, and even private banking services, these aren't free lunches, they're tools banks use to build loyalty and stickiness.
Sometimes, you can feel like these services are like a "rich man's world" gameLet those who are already far ahead on the track of life have more fun.
Just as you are immersed in this sense of dignity, the conflict points creep in. Because not all bank customers can appreciate these services.
In this tug-of-war between superiority and mediocrity, bank black card holders enjoy everything they deserve.
However, behind all this, is it the value of real gold, or is it a well-designed psychological game?
In the world of banking, the battle for a black card is not much worse than the runway catwalk at Fashion Week. The catstep here is the number of deposits, and the model is the major banks.
Let's take a look at the big state-owned banks first, they are like the old haute couture at Fashion WeekIt has history, heritage, and that kind of coldness that makes people stay away.
The black card threshold of the state-owned banks is like Mount Everest, and only well-funded climbers can hope to see its true face.
These banks, their thresholds are staggeringly high, and sometimes you thinkDo you need to empty your own small treasury in order to step into this so-called "high-net-worth club".
Stepping into the door of national joint-stock banks, such as China Merchants Bank, China CITIC Bank, Minsheng Bank, etc., their gold ladder is slightly looserGenerally, a deposit of 5 million can be ranked among the ranks of black cards.
In some smaller listed banks or provincial rural commercial banks, the threshold is further lowered to:4 million, this figure may be further reduced to 3 million in municipal urban commercial banks and rural commercial banks.
It is better to say that it is a "threshold", and ordinary people may need to take a rocket if they want to cross it.
If you look at joint-stock banks, they are like rising stars at Fashion WeekIt may not have the heritage of the old brand, but it has a more flexible strategy and a more down-to-earth affinity.
The threshold of a joint-stock bank is like a lower hill, and although it is relatively easy to climb, you can also enjoy the scenery from the top of the mountain.
Just like the luxury brands and fast fashion in the market, each has its own fans, but no one wants to easily occupy the whole market.
But the strategy behind this game is not simpleThe threshold for large state-owned banks is so high that it sometimes feels like this is not a customer selection, but a game of "who is richer".
Although everyone has the opportunity to have the low threshold of joint-stock banks, it sometimes makes people worry about whether they are taking the route of mass salesAfter all, no one wants their "honor" to become a "popular version".
In this kind of threshold battle, customer behavior has also begun to change.
Some people began to flock to the black cards under the threshold, while some people began to question, is the black card behind these thresholds really worth their attention?
It's not just a game of wealth, it's a reflection on identity, taste, and choice.
So bring the conflict point brought about by this threshold game to the forefront: the big state-owned banks set the threshold unattainable, and those who can get the black card are undoubtedly the top of the pyramid in the market.
They were given a unique status that was almost aristocratic and beyond the reach of others.
But at the same time, this high standard may set its own limits, excluding the "slightly more ordinary" rich.
It's like a club with a "Billionaire Exclusive" sign hanging at the door, and those who are "only tens of millions" are not bad for moneyBut as soon as the threshold is raised, they become outsiders who are "not good enough".
The joint-stock banks, on the other hand, played a good game of chess, and they set the threshold more humanely.
Let those who have high personal wealth, but not enough to reach the top of the pyramid, enjoy aristocratic services.
Such a threshold strategy is like opening a high-end community café next to a top luxury residential area, which does not need to be worth more than 100 million, but it also needs to be residents in the area to enjoy such treatment.
The battle between the two,It's not just a contest of money, it's a contest of market strategy.
The large state-owned banks and joint-stock banks, one is maintaining the traditional financial aristocracy, and the other is trying to break this atmosphere and let more people feel the charm of aristocratic services.
This kind of competition has undoubtedly brought more choices to the marketIt also allows customers to start thinking about what they really need while enjoying the service.
In the game of the wealth pyramid, local banks are like resilient boxers, competing against the deposit thresholds of large state-owned banks and joint-stock banksNot only did they not get knocked out, but they showed amazing counterattack ability.
Urban commercial banks and rural commercial banks may not have strong capital and global outlets, but they have set more people-friendly threshold standardsAs well as providing some clever VIP services for small deposits, it is quietly changing the logic of merit selection for high-net-worth customers.
These local banks are like the uncle who eats a lot at a wealthy banquet, and he does not hide his appetiteI don't care about other people's sharp-eyed evaluations, but can give guests more intimate surprises in details.
However, this "** menu" issued by the local bank is not all free lunch. In order to attract high-net-worth clients within their local region, they have to strike a delicate balance between services and profits.
For example, the interest rate offered may be slightly higher than that of the big banks, or some concessions may be made on the handling fee.
While this strategy may seem effective in the short term, in the long run, it is important for local banks to maintain this differentiated competitive advantageAt the same time, avoiding falling into the trap of profit is undoubtedly a tricky topic.
In a highly competitive banking industry, this approach by local banks is undoubtedly a brave attempt. They are looking for their own way to survive in the shadow of big banks, trying to attract customers' attention with more flexible services and personalized experiences.
The bank black card sounds like the ultimate in the world of wealth, and the owner seems to be able to open any door in the financial world.
The service behind this card is simply more than the concierge treatment of a five-star hotel.
From lounge lounges at the airport with views of aircraft taking off and landing to having a personal manager, these services are elevatedIt's almost enough to forget that you're at the airport to fly, not to go on vacation.
But don't forget, these luxurious ancillary services don't come out of nowhere, they all come at a price. The champagne and massage chairs in the airport lounge are not redeemable with points, but need to be maintained through high annual fees or other ** consumption.
Just like those seemingly free hotel buffets, they are actually already included in the room rate.
So the question is, are these luxury services really necessary?
Probably for the business giants who travel between continents every dayThe airport lounge is like a second office, and the dedicated wealth manager is like their financial bodyguard.
But for the average high-net-worth client, who enjoys it once in a while, these services can feel like buying a limousine and only driving it out on weekends.